The Power of Social Proof in the Contracting Industry

Social proof plays a key role in a homeowner's decision-making process when choosing a roofer. For home improvement professionals of all types, tapping into the potential of social proof can be a game-changer. Have you ever been in a sales meeting where the prospective client asked:

• “Do you have any reviews I can read?”
• “Can I see photos of your previous work, I’m trying to choose between Charcoal and Weathered Wood?”
• “What projects have you completed in my neighborhood?”

Even if you have a solid presentation that addresses these queries, it’s worth considering how you can weave social proof throughout the sales process to boost your chances of closing the deal.

Social proof helps homeowners gain confidence in your product or service by showing that others have had positive experiences. This reassures them that they’re making the right choice by choosing the same company.

Key types of social proof for contractors:

• Online reviews
• Social media posts
• Before and after photos
• Websites showcasing past projects and customer feedback
• Online portfolios that highlight previous work

What is social proof, and why does it matter?

Social proof is based on the psychological phenomenon where individuals look to the actions and opinions of others within their social circle to validate their own decisions. In the contracting world, social proof is a potent tool for building trust and establishing credibility with potential clients. When someone is searching for a contractor, they often rely on the experiences and recommendations of others who have previously worked with that contractor. This could be through online reviews, testimonials, or referrals from friends and family.

One of the main advantages of social proof for contractors is that it helps to build a strong reputation and credibility. When potential clients see that others have had positive experiences with a contractor, they are more likely to trust that contractor and feel confident in hiring them for their own projects. On the flip side, negative reviews or a poor reputation can deter potential clients.

Additionally, social proof can set contractors apart from their competitors. A contractor with a proven history of positive reviews and satisfied clients can stand out in a competitive market and attract more business. By incorporating social proof into their marketing strategies, contractors can position themselves as reliable and trustworthy, which is a significant advantage in an industry where reputation is everything.

When should you introduce social proof during the sales process?

• Pre-appointment outreach: If you send an email or text before your sales rep visits a homeowner, consider including a short introduction video of your sales rep. This personal touch helps the homeowner form a connection even before the meeting. In the same communication, include links to your online reviews, key pages on your website, or a digital portfolio showcasing your past work. This preps the homeowner with reasons why you’re the best choice before the appointment even begins.
• In-home sales presentation: During the appointment, use powerful presentation tools like Ingage to showcase your local reputation. Highlight reviews, project photos, and your company’s community involvement to reinforce your credibility.
• Proposals: When sending out proposals, platforms like Roofr can help you stand out. Be sure to include a section that highlights testimonials and success stories from previous clients, reinforcing the idea that others have trusted your company—so the prospect should too.

Top three ways to leverage social proof to close more deals

1. Capture online reviews: Online reviews not only provide social proof but also improve your SEO, making it easier for potential clients to find you.
2. Create a digital portfolio: Tools like Project Map It allow you to showcase all your past projects on an interactive map, complete with photos and customer reviews. This gives potential clients a comprehensive view of your work.
3. Leverage social media: Contractors are increasingly using platforms like Facebook, Instagram, TikTok, LinkedIn, and Pinterest to display their work and establish themselves as industry experts. Videos are particularly impactful, so consider creating content that answers common questions from prospects.

Social proof to win customers and build trust

In today's digital age, social proof is more important than ever for attracting new customers by leveraging your past successes. With homeowners increasingly turning to online platforms, it’s crucial to utilize a strong tech stack to run your business. By offering visuals and testimonials through various platforms, you can leave a lasting impression on potential clients. The more projects you complete successfully, the more positive reviews you’ll accumulate, leading to a continuous cycle of growth for your business. It’s the circle of social proof, and it’s a powerful tool for success.

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